Analyzing Tunisia's projected image: a comparative study of non-promotional music videos and promotional tourism content on youtube
This study analyzes the projected image of Tunisia by comparing the representations found in non-promotional music videos with official promotional tourism content, on YouTube. While much research has focused on how tourists perceive destinations, less attention has been given to the images destinat...
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| Format: | master thesis |
| Publication Date: | 2024 |
| Country: | España |
| Institution: | Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya) |
| Repository: | Recercat. Dipósit de la Recerca de Catalunya |
| OAI Identifier: | oai:recercat.cat:10256/26339 |
| Online Access: | http://hdl.handle.net/10256/26339 |
| Access Level: | Open access |
| Keyword: | Tunísia -- Turisme Tunisia -- Tourism Turisme -- Màrqueting -- Tunisía Tourism -- Marketing -- Tunisia Campanyes publicitàries Advertising campaigns Promotional videos vídeos promocionals |
| Summary: | This study analyzes the projected image of Tunisia by comparing the representations found in non-promotional music videos with official promotional tourism content, on YouTube. While much research has focused on how tourists perceive destinations, less attention has been given to the images destinations project, particularly through non-promotional media. Using a framework adapted from Picazo and Moreno-Gil (2019), this research examines the depiction of people, activities, and environments in both music videos and tourism content. The analysis utilizes artificial intelligence-enabled video summarization tool, supplemented by manual review, to categorize and compare these visual representations. The findings reveal key similarities and differences in how Tunisia’s culture, landscapes, and lifestyle are portrayed in each type of media. Non-promotional music videos often present a more rounded, realistic view of Tunisian society, while promotional tourism content focuses on curated, family-friendly narratives designed to attract tourists. This study highlights the importance of understanding how various forms of media contribute to the destination image, offering valuable insights for improving Tunisia's tourism marketing strategy |
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